Level(s): Grades 7 to 9

Author: This lesson is based on Dr. Jean Kilbourne's article "Deadly Persuasion: 7 Myths Alcohol Advertisers Want You to Believe". Production of this lesson has been made possible through a financial contribution from Health Canada.

In this unit, students explore positive messages about drinking that are promoted and reinforced in ads for alcohol. A key component of this exploration includes understanding the consequences of drinking – the negative side of alcohol use that is seldom alluded to in alcohol ads. Prior to the lesson, students read an article on alcohol advertising and answer a series of questions about the gap between the truth about alcohol use and the messages advertisers want consumers to believe. In class, they discuss seven common myths about drinking and the advertising strategies used by the industry to perpetuate these myths. In groups, students research topics about alcohol use and the alcohol industry and create their own parody ads that deliver "the truth" about drinking.

Learning Outcomes

Students will demonstrate

An understanding of:

• the negative consequences of alcohol use
• the prevalence of alcohol advertising in North American society
• the alcohol industry's motivation in promoting drinking as a positive and desirable activity

A beginning awareness of:

• the false messages about drinking that are implied in advertisements
• the ethical considerations surrounding alcohol advertising

This lesson and all associated documents (handouts, overheads, backgrounders) is available in an easy-print, pdf kit version.